St John Ambulance, the worldwide and well-recognized brand synonymous with first aid, believed they needed to upgrade their brand appeal to make their products more attractive to their very defined market. And they were right. What was missing was the marrying of human truth to the brand proposition, expressed in a likeable, relevant and contemporary way.
One of the campaigns Juice executed along this strategic line was a direct mail piece that encouraged people to invest in life saving skills by signing up for training; participate in a promotion to driver awareness of a new centre opening; and to purchase products off of the new SJA catalogue.
